This Element is an excerpt from So What?: How to Communicate What Really Matters to Your Audience by Mark Magnacca, available in print and digital formats.
Create an irresistible "Positioning Statement" that will make everyone want to know more about you! The cliche "You never get a second chance to make a first impression" is absolutely right. And the way you answer the question, "What do you do for a living?" usually determines whether or not people will want to listen to what you have to say. Here's how to get them engaged immediately.
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